help

Course/Unit Learning Outcomes

Unit Lesson Article: "Marketing Myopia: An lntegrated View' Article: "The New Marketing Myopia"

ffi coLUMBTA'III' SOUTHERN UNIT I STUDY GUIDEThe Principles of Marketing UNIVERSITY

Course Learning Outcomes for Unit I

Upon completion of this unit, students should be able to:

2. Apply the market segmentation process to identify target markets. 2.1 Define the marketing concepi and its relationship to marketing myopia.

Reading Assignment

ln order lo access the following resources, click the links below.

Richard, M. D., Womack, J. A., & Allaway, A. W. (1993). Marketing myopia:An integrated view. Ihe Journal of Product and Brand Management, 2(3),49. Retrieved from h&rs:illibraryesources. olumbiasouthern.edu/loqin?auth:lQAS&url=htto:llsearch.proques]$qm.liblary reso_U rces. cr:lu m biasouth ern. ed u/docvi ew/220579

Smith, N. C., Drumwright, M- E., & Gentile, M, C. (2010). The new marketing myopia. Journal of Public Policy & Marketing, 29(1),4-11. Retrieved from https:lllibrarvresources.columbiasouthern.edu/loqin?url=httpJlsgelqtLcbEcohost. qgm/legin.aspx?direc t=true&db=bth&AN=50 1 7 1 1 70&site=ehost-live&scope=site

Unit Lesson

Click here to access the Unit I Lesson presentation. (Click here to access the PDF version of this presentation.)

Click here to access a transcript of the welcome video.

Suggested Reading

ln order to access the following resource, click the link below.

Dr. Phillip Kotler is recognized as one of the foremost experts in business and marketing. ln this video, Dr. Kotler provides a guided tour of American marketing, including its origins and trends. You are highly encouraged to watch this one-hour video.

Kotler, P. [Chicago Humanities Festival]. (2012, November 26). Philip Kotler: Marketing [Video file]. Retrieved from https://www.veutube.com/watch?v=s_E:qLZQdVLQ

BBA 3201, Principles of Marketing